THE SHORT ANSWER
Contractor lead generation is a four-step chain: capture a homeowner with active intent, qualify them against ownership, postcode, job type and timeline, deliver within minutes, and follow up inside five minutes. Almost every failure attributed to lead quality is in fact a failure at the last step, which is also the only step that costs nothing to fix.
Step 1: intent capture
A homeowner with a leak, a broken boiler or a heating bill they cannot ignore searches, clicks and fills in a form. That window of active intent lasts minutes, not days, which is why everything downstream is measured in minutes.
The channel matters less than the intent. A search click, a paid social form and a comparison-site enquiry can all produce good leads, but they arrive with different levels of urgency and should not be treated identically.
Step 2: qualification
Four questions do most of the work: does the person own or control the property, are they inside your service area at postcode level, is the job one you actually sell, and is the timeline inside ninety days. Applying these removes 30 to 50 percent of raw form fills before anyone in your business spends a minute on them.
Step 3: delivery
Delivery should be measured in minutes and pushed to a device someone is holding. Email into a shared inbox is where paid leads go to cool. The delivery method is not an administrative detail: it is the difference between a five-minute response and a next-day one.
Step 4: follow-up, where the money is made or lost
Two calls in the first hour, then a short sequence over seven days. Reach rates fall by roughly half after the first thirty minutes, so the interval between delivery and first call is the highest-leverage number in the whole chain.
A company closing one in three exclusive leads and a company closing one in eight can be buying identical leads from the same source. The difference is entirely here.
What good looks like, numerically
Contact rate above 80 percent within twenty-four hours
Quote rate above 50 percent of leads contacted
Close rate of one in three to one in six on exclusive leads
Acquisition cost between 4 and 9 percent of job value
These figures are a benchmark model, not a survey. They combine an industry base range observed across Western European home-improvement campaigns with a country multiplier for local auction pressure. Treat them as a band to negotiate against, not a quote.
How Flock Leads prices this
Sizing the package to your close rate is the whole planning exercise:
Starter - 10 leads for EUR 750, which is EUR 75 per lead
Growth - 25 leads for EUR 1,750, which is EUR 70 per lead
Scale - 45 leads for EUR 2,925, which is EUR 65 per lead
Pro - 70 leads for EUR 4,340, which is EUR 62 per lead
Max - 90 leads for EUR 5,400, which is EUR 60 per lead
No retainer, no contract term, and no lead sent to a second business. Unused volume rolls over under the Flock Lead Promise.
Related answers
Frequently asked questions
Which channel produces the best contractor leads?
Search intent converts best because the homeowner initiated the search, but paid social produces volume at lower cost in trades with a visual before-and-after. Most stable accounts run both.
How many leads do I need per month?
Work backwards: target jobs divided by close rate. Ten jobs a month at one in four means forty exclusive leads, and it means answering forty calls quickly.
Why do leads feel worse than they used to?
Usually volume grew faster than response capacity. The same feed feels worse when the average time to first call goes from ten minutes to four hours.
What does Flock do in this chain?
Steps one to three: capture, qualify against your postcodes and job types, and deliver within minutes. Step four stays with your team, and it is where your results are decided.
NEED A CLEARER PLAN?
Let’s turn your next move into momentum.
Talk to us →